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About Us

Since 1997, our retail consultants have challenged our clients to think and act differently. As trusted retail experts on the pulse of the trends that will affect your business in the next 5-10 years, our global perspective and big picture thinking will get you from where you are to where you want to be.

Our Building Blocks for Success

  • We create practical and disciplined solutions based on our 20+ years of experience living retail. We know the roadblocks you face and what it takes to bring retail strategy to life. We get retail.
  • Led by a small, core team of principals, we have access to a global network of retail experts and insights. There is no organizational chart at RCC; we get all hands on deck to respond quickly and creatively to challenges and opportunities.
  • Our broad expertise and global curiosity make us a trusted source for retail knowledge across multiple industries.

We have a reputation for integrity and for working closely with clients to build mutually beneficial solutions. We pride ourselves on giving back to the community. We support Plan Canada and Breakfast for Learning and donate 5% of profits to charity.

Contact us to learn how we can help you stand out.

We Get Retail.


Sally Seston

Sally Seston is involved in a variety of projects to drive sales growth, improve business process and build loyalty for retail clients.  A seasoned retail executive with over 20 years of experience, she has held several senior leadership positions with major Canadian retailers, having risen through the ranks of the merchant organization.

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Prior to joining Retail Category Consultants, she led marketing, business improvement and innovation initiatives for Loblaw Companies Limited. Her career there started in 1992 when she joined the Category Management Team. She holds a Masters Business Administration (MBA) from the Ivey Business School at the University of Western Ontario and a Bachelor of Science (Honours) in Computer Science from Queen’s University. 

A sought after speaker, Sally has presented at many conferences throughout North America. In addition, Sally is a member of the Advisory Board for Payments EXchange. With little sleep and much humour, Sally juggles three children and life split between homes in Canada and the US.

Email Sally.


Dale Jones

Dale Jones is a Corporate Executive with over 30 years of progressive experience augmented by a strong background in retail, prepaid and website industries.  Experienced in Retail Management, Procurement, Merchandising, Business Administration,

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Talent/Performance Management, Recruitment/Selection, Training/Development, Contract Negotiation, People Management, Process Improvement, and Strategic Planning.  Dale has proven ability to function as a Strategic Business Partner and develop and implement successful management strategies to support corporate mandate.

 Dale has provided services to both large and small North American companies such as Shoppers Drug Mart, Loblaw Companies Limited, CVS Pharmacy, InComm and Rogers Media.

Email Dale.